As Facebook Clamps Down on Advertisers, Email Becomes an Attractive Alternative

The rules on Facebook keep changing, but e-mail marketing stays
an effective device.

August
30, 2018

4 min read

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their particular.

In the wake of the latest Community Standards regarding
governmental ads and content, Facebook has delivered just one more blow to writers
and advertisers whom yet again end up struggling to steadfastly
keep up engagement on the planet’s biggest platform that is
social

While many publishers and brands have built massive followings
with advertising for which Facebook happily accepted their money, or communities they’ve cultivated well within
the rules, Facebook is effectively pulling the rug out from under
their strategies, forcing publishers and their sponsors to find new
sources of audience acquisition and monetization. In fact, the
platform has gone so far as to require mainstream news outlets to register
as political advertisers simply to get their content through.
Even recent trailers promoting a new Showtime documentary series
that profiles New York Times journalists covering the White
House has been flagged as political, prompting
Facebook’s content policy team to pull the ads pending further
verification.

All of this comes as the social network attempts to beat back
fake news and election meddling, which evidence now shows the
company knew about on its platform long
before acknowledging its complacency. In an effort to backpedal,
the company is adding thousands of new content
screeners, but still maintains nebulous rules about what
constitutes content that is acceptable. That means more content
getting flagged based on a judgment call, which makes some writers
and their advertisers constantly being forced to justify or protect
harmless content to help keep it from getting taken from the News
Feed.

Amid all this chaos, writers and brands that may not any longer
count on Facebook’s massive market for purchase, engagement and
monetization are scrambling for alternate networks to obtain their
communications through with less friction but equal
effectiveness.

Enter: e-mail. This tried-and-true medium, which some wrote down
as “dead” is actually having a renaissance, becoming the most
effective channels for sales and income generation.

What makes e-mail such an appealing alternative to Facebook?

1. Email is publisher owned and
managed.

Unlike Facebook, which has and dictates all the content posted
or provided on its pages, e-mail is totally managed by the
publisher dispersing the information. That means neither the public
that is general a team of content screeners can impose their will
on your content. Publishers are free to sell ads that are in-email
any advertisers they please and that fit their audience’s
objectives for relevancy. And, they could get a handle on the
information distribution, timing and linkbacks to guarantee they
have the traffic they really want.

2. Email is impervious to
advertising blockers and privacy extensions.

Facebook site visitors can simply wipe down premium content
making use of browser-based ad blockers and thwart advertising targeting
with cookie-blocking tools. However, those have actually zero
effect on e-mail, including e-mails seen in a internet browser.
Email is resistant to advertising blockers and does not make use of
snacks, so content is delivered reliably on every platform.

3. Email is trusted by
readers.

Email users defend their details vehemently to prevent spam.
Therefore, if they’ve opted-in to get content from writers they
trust, audiences are usually more involved using the content since
it talks for their passions. And, because audiences trust the
publisher, their trust is transmitted by proxy to your brands
showcased within e-mail adverts, increasing the chance they will
click right through and produce traffic for advertisers.

4. Email is more targeted and
relevant.

Facebook relies on algorithms that prioritize what is popular to
find out just what appears in users’ News Feed, no matter whether
it is strongly related the user that is individual. As a result,
audiences may never see content that would be relevant they may be
annoyed by an abundance of content that’s not for them, or. Email
provides writers the capacity to hone in on just what readers like
and wish to see, based on their click that is past behavior. And,
because a single email address is rarely ever shared by more than
one user, while Facebook accounts sometimes are (a husband and
wife, for example), targeting through email is much more
precise.

Because email gives publishers and brands more control, fewer
restrictions and better targeting, it provides a more effective and
solution that is dependable market engagement and monetization. By
getting the working platform, circulation and advertiser
relationships, writers have alot more dependable method of
delivering probably the most content that is relevant adverts for
their readers, hence placing brands in direct quite happy with
their best audiences, without having to be susceptible to
third-party overlords